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International Journal of Academic Research in Business and Social Sciences

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ISSN: 2222-6990

The Rise of Consumer Community on Social Media, its Influence on Consumers’ Decision Making Process, Perceived Value and Loyalty Intentions in Tourism Industry: A Conceptual Thought

Md. Ashraful Azam Khan, Haslinda Hashim, Yuhanis Ab. Aziz

http://dx.doi.org/10.6007/IJARBSS/v10-i10/7874

Open access

In today’s tourism industry, consumers are strongly influenced by electronic word of mouth (e-WOM) generated by the social media. Consumer communities on the social media are believed to have tremendous effect on consumers’ brand preferences and loyalty intentions. Presence of tourism providers on social media is strongly evident to engage with the current and prospective customers. The objectives of this paper are to examine the influence of social media-based community in consumers’ decision making process and consequently how it affects consumers’ perceived value and behavioural intention of loyalty towards tourism providers. Based on an extensive literature review on social media and virtual consumer communities, the study proposed a conceptual model of consumer perceived value and loyalty formation in a consumer community on tourism social media. The model combined consumers, company, products, brands and social media as an integrated part of the social media community. On the basis of relationship among these entities, the model further explains the decision making process and its influential factors which are mainly contents, content transmitter and interaction aims. Important findings from the literature are synthesized and a number of critical avenues for future research are postulated. Practical implications of this research are discussed.

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In-Text Citation: (Khan, Hashim, & Aziz, 2020)
To Cite this Article: Khan, M. A. A., Hashim, H., & Ab. Aziz, Y. (2020). The Rise of Consumer Community on Social Media, its Influence on Consumers’ Decision Making Process, Perceived Value and Loyalty Intentions in Tourism Industry: A Conceptual Thought. International Journal of Academic Research in Business and Social Sciences. 10(10), 813-833.